Volkswagen is taking significant steps to implement its global future strategy with a $580 million investment in Argentina. The brand is set to introduce the next generation of mid-size pick-up trucks, which will succeed the Amarok. This new model, designed specifically for the South American market, will be produced at the Pacheco plant in Argentina starting in 2027. The initiative aims to strengthen Volkswagen’s position in the crucial pick-up segment in the region. By 2030, the brand’s goal is to become the global technology leader among volume manufacturers. Central to this ambition is expanding its presence in regional markets and creating products tailored to local needs.Thomas Schäfer, CEO of the Volkswagen brand and Head of the Brand Group Core: “Regional growth and localisation are important elements of our global plan for the future. “This investment strengthens our position in a region that is strategically important for the Volkswagen brand. The new Amarok will be developed, designed and produced in South America, for South America. This means that it will be perfectly aligned with the specific needs of our customers in this market.”
While the new Amarok will be developed in South America and produced for the local markets, the existing partnerships for the production of the Amarok in South Africa will remain in place. In this way, Volkswagen will continue to ensure a reliable supply of vehicles to international markets – while simultaneously pursuing a locally based product strategy tailored to the needs of the Latin American market.
Alexander Seitz, CEO of Volkswagen Latin America: “Argentina is a key component of our South American strategy. This investment underlines our confidence in the country’s industrial capabilities. The new Amarok sets new standards in terms of performance, innovation and sustainability.”
Marcellus Puig, President and CEO of Volkswagen Argentina: “The Amarok has been a symbol of Volkswagen’s strength in Argentina. It is a key element of the brand’s history in the country, an essential part of our present, and will continue to be so in the future. This new model will combine Volkswagen’s design and DNA — backed by 15 years of experience and more than 770,000 Amarok’s proudly produced at our Pacheco plant — with cutting-edge software and advanced technology, resulting in a disruptive and competitive product for the modern market.”
The investments at the Pacheco plant, which has already produced over 770,000 Amarok units, are focused on meeting the requirements of this new generation of vehicles. Volkswagen is introducing advanced production technologies, optimizing digital processes, and boosting energy efficiency to ensure the plant operates sustainably, both economically and technologically.
Three-Stage Strategy for Achieving Technology Leadership
In late 2024, Volkswagen AG and its employee representatives outlined the “Zukunft Volkswagen” [Future Volkswagen] agreement, which sets a clear vision combining economic stability, job security, and technological leadership. This roadmap includes binding targets and key initiatives for future projects, with the ultimate goal for Volkswagen Passenger Cars, as the core brand of Volkswagen AG, to lead the global automotive industry in technology by 2030.
Volkswagen’s strategy consists of three key stages:
- Advance: Strengthen competitiveness and expand the existing model lineup strategically.
- Attack: Introduce nine new models in Europe by 2027, including the production version of the ID. 2all (priced under €25,000) and the ID. EVERY1 (around €20,000).
- Achieve: Become the global technology leader among volume manufacturers by 2030, offering the safest, most innovative, and best-selling vehicles in the market.
